HIGHLIGHTS

Only one third of customers who bought a new car in the past five years would do so again from a standard dealership in the future.

The more digital car buyers
get, the more they seek a
rewarding physical experience:
the excitement of the
showroom, and to be really
listened to and understood.

To control the customer interface more effectively and fend off digital
disruptors, OEMs need to collaborate with dealers to offer more engaging
offline customer experiences, while leveraging more active online options,
and ensuring that “customer geniuses” are on-hand in both channels.

NEXT STEPS

Ask Yourself:

Who will occupy the touchpoints that deliver a satisfying customer experience?

Digital increases the number of customer touchpoints on the car-buying journey, all of which need to be occupied. Which will be handled by the OEM, which by the dealer, and which by online portals or platforms?

What are the future roles of the OEM and the dealer?

Both want to stay close to the customer and both will have customer data, or at least the opportunity to generate customer data. OEMs, however, will be better positioned to develop comprehensive customer insights, thanks to driving profiles generated via the big data capture capabilities of connected cars.

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